The holiday season is here! We all have special memories of this time of the year, and, for many small businesses, it’s traditionally been one of the most profitable seasons. This year is different from others in many ways, but one thing remains the same: your business’ online presence is a powerful tool for building trust with your existing clients and potential ones.
Your business’s social media profiles and website can do more than simply sell your services. By sharing content that is tailored to your specific audience, you can establish yourself as an authority in your field and build your reputation as a photography expert. Keep scrolling for a brief guide to marketing your photography business during this holiday season. Some of these tips for marketing your photography business can even be used throughout the year!
Promoting holiday “mini-sessions” for a discounted price is one way to appeal to your clients. People are often seeking festive photos of their family, and in the final months of the year, you could advertise a holiday promotion on your social media channels, website, and through email.
You might consider other ways to generate sales during this time that aren’t necessarily selling photo shoots. For example, you could offer gift cards for your services at a special price so that people can give the gift of photography to their loved ones.
Increase reach and engagement by hosting a giveaway on social media. You could ask your followers to enter by following a few simple instructions such as liking and tagging a certain number of friends on one of your business’ Instagram or Facebook posts. Then, you randomly select a winner from the followers who completed these instructions.
Keep in mind that you should make the terms of the giveaway clear to your followers. For example, if you’re giving away a free session, you may want to note that the giveaway is only open to residents of where you live. If you sell prints of your work or other physical products, you could use these as prizes, too.
Consumers shop online now more than ever. During the holidays it’s no different, and that means people are also searching for reviews in order to make an informed decision before purchasing a gift.
Try creating content that gives your insights and opinions on a piece of photography gear, software, or other product. Share the blog post or video on your social media along with appropriate hashtags, and you just might reach a whole new audience. For example, you could do a video or blog post about the “top ten photography products of 2020” to give people ideas for their holiday shopping as well as give you credibility as an photography expert.
The holidays are an excellent time to reflect upon what you're grateful for. Despite all the up-and-downs of 2020, it’s important to reach out to your past clients to show your appreciation. Whether you choose to send printed cards or an email, a thoughtful message to your clients encourages them to continue their relationship with you and your business in the coming year.
Now’s the time to share your holiday-themed work. Photos of lights, decorations, snow, families laughing in front of a fire… anything that conveys the cozy, good-natured spirit of the holidays is perfect. When you share your work on social media, be sure to tag it using appropriate hashtags so that the post will reach an even wider audience! For some inspiration, read this article about how one photographer’s outtakes from “disastrous” Santa sessions went viral. Click here to see all the images.
Looking back over all the photos you took in 2020, which ones stand out to you? Your favorites might be noteworthy because they’re aesthetically pleasing or because they make you recall a specific moment in time. Take some time to reflect, then share your thoughts with your followers. By resharing your best images and the stories behind them, you give followers an authentic glimpse into your creative process.
During the holidays, many people donate to charities or volunteer with community organizations. If you have specific charities or organizations that you support, you might consider sharing their information with the followers on your social media channels. By doing so, you are supporting a good cause while also showing potential clients that your business cares about more than just making a profit.
No matter how many people you reach using social media, engagement is the true measure of whether or not your content is resonating with your followers. Try interacting with your audiences by posing holiday-themed questions or polls and then responding to what they say. Ask followers what is important to them during this time of the year, and tailor your marketing efforts to appeal to potential clients based on their specific needs. After all, social media allows you to connect with consumers in a way traditional advertising does not, so make the most of this powerful tool!
Experiment with these ideas and find what works for you and your business. By providing your followers with quality content and showing existing clients how much you appreciate them, you'll build a reputation as both a stellar photographer and an expert within the industry. To learn more, check out these classes focusing on social media at Imaging USA in January!